The first German television channel around
Job und Karriere is on air. JobTV24 is dedicated exclusively to
job search and is aimed at job starters and the unemployed. In the
The program focuses on current vacancies for
Germany, Austria and Switzerland. In addition, experts will
will be available to viewers. JobTV24 will initially be available daily from 9.30
can be received digitally via Astra until 5.30 pm. In the longer term
be broadcast via regional stations on analog television. Also
Austria and Switzerland are the focus of the special interest channel.
The station is financed by job advertisements and commercials.
He also receives support from employers' associations and the German
trade union federation. There is also cooperation with the
Süddeutsche Zeitung, Die Zeit and the Internet job exchange JobScout24.

Agencies BBDO was chosen by three
Advertising Age, Adweek and Campaign to the US and European
global agency and advertising network of the year. This
performance, New York Mayor Michael R. Bloomberg took part in the
occasion and declared January 10 "BBDO Day". According to Wirz Advertising
(BBDO branch in Switzerland), this is the first time that this honor
of an advertising agency.

Classifieds market The Class project is dead -
Some publishers are now perplexed by the growing classified advertising business.
Tool providers now offer publishers all kinds of solutions.
PubliGroupe is also bidding. For 2005 there are still no
full-year figures on the number of advertisements. But the
Wemf advertising statistics from November 2005 suggest that the
all of the daily and regional press sold by the commercial
advertisements will again have to accept a decline of at least 5 percent.
In the classifieds market, on the other hand, there are signs of improvement: the
The decline has slowed and in some areas, particularly in the
and in some cases also in the real estate sector, there is a - partly even
significant growth. The number of jobs in the
daily and regional press sold, cumulated from January to November
2005, by 7.3 percent, while in the real estate sector the volume
was at least narrowly maintained (-0.6%).

Scramble for industry solution
No wonder, then, that publishers have also been considering for some time how
they can best participate in the thriving online classifieds market
precisely because they know that only a part of the lost
volume of classified ads back to print. It is clear that only
A cross-media strategy (print and online, combined if necessary)
with mobile) can be promising. When last May a
industry solution called Class was launched, PubliPresse and
six publishers (Espace Media Group, Basler Zeitung Medien, Gassmann AG,
Südostschweiz, NZZ, Mittelland Zeitung) to this. Class would have ended up
develop the necessary infrastructure as an independent company in order to
the affiliated companies (advertising clients, Publicitas,
publishers, online marketplaces) to ensure the smoothest possible processing
of classified advertisements both in print and online.

However, in the midst of the still hesitant recovery of the classifieds market, the
Shortly before Christmas, the news that the efforts of the seven
class partner had failed. Officially, it was said that the seven
The financial contributions promised by the companies would have
financing was not sufficient. But that is apparently only half the story
Truth.

Albert P. Stäheli, Delegate of the Board of Directors of Espace Media Group and Ini-tiant
of Class, cites another reason for the failure: "Unlike
originally agreed upon, PubliPresse was no longer prepared to
licenses and applications to Class Service AG
and become a recipient of Class itself. However, this would mean that Class
Service AG fell into the undesirable dependency of P, which the
Basic idea of a neutral industry platform absolutely no longer
would have corresponded."

The fact that the publisher of the independent Berner Zeitung does not
could fit, is clear. But he doesn't seem to be the only publisher
to have been at odds. "It's a shame that the circumstances have once again
have made a sensible industry solution impossible," regrets Stäheli. The
As a result, publishers are now likely to offer individual solutions for the
search for or develop different rubric areas or in the
case of leasehold publishers would be bound to the P solution. Espace
Media did not remain idle: For the real estate sector, the
company has developed its own solution, and in the job sector
with the application manufacturer Prospective, the sister company of
Jobs.ch, cooperate.

Industry is sensitized
Although the industry solution does not materialize, Stäheli
nevertheless: "I believe that the idea of Class has at least one
has triggered a real awareness boost in the print industry," says
er. This is also confirmed elsewhere. "The positive thing about Class was,
that publishers have been sensitized to the topic. This has
alternatives," says Peter B. Müller, CEO of
Unio, solution provider for cross-media advertising and print management.
"Class has been the subject of strategic discussion among publishers for some time.
paralyzed, but now everyone has their eyes and ears open for solutions
open," says Roger Wernli, CEO of Previon AG, which also operates a
software solution. Similar information is also available from other
Application manufacturers such as Prospective or X-Media
(software supplier to the Scout24 Group).

It therefore comes as no surprise that they have all been
months and are now stepping into the vacuum that Class has created at
many publishers. Thus launched
Scout24, the online marketplace associated with X-Media, on New Year's Day
motoscout24.ch, a new marketplace for motorcycles, and is going live with
increased marketing budget. Previon, in turn, went on the offensive with
a strategic partnership with the German company Evolver Media in order to
to strengthen their backs and support both the Swiss and the
German market more effectively.

Unio, previously a pure tool provider, has recently started looking for partners.
among the online marketplaces - based on the realization that the
best application is only attractive enough for publishers if
the newly created online marketplace from the outset also provides a basis for
of advertisements. However, the PubliPresse unit Publiconnect was also
active: Initially, it advertised from the competition TopJobScout24.ch
CEO Markus Bieri of all people - as the successor to
Class project manager and Publiconnect managing director Andreas Göldi.
Since May 2005, it has also been driving the further development of a new
application, to such an extent that - as on January 9
announced - despite the failure of Class now with the tool
Publisherconnect can mingle with the software providers and
publishers as a potential partner. Another way
Prospective AG, which is only active in the job market: As
Media agency for job advertisements advertises the company to other competitors
large job customers and binds them with its own, web-based
tool in itself. CEO Matthias Zimmermann's most recent success: the
The Swiss Federal Administration moved from the
PubliGroupe to Prospective. According to reports, it will also be joined by SBB
follow

Decision probably in the middle of the year
All software providers also state that they work with publishers in
intensive discussions. Some already boast partners
on: Unio, which has already been selected by Tamedia and AZ Medien, is
According to Peter B. Müller, he is also the number one candidate of choice for others,
X-Media has more than 100 different applications for its MediaManager
white label partners, with more to follow according to CEO Daniel Grossen.
According to Markus Bieri, Publiconnect already has two
signed contracts and can still use the new Publisherconnect tool.
in the first quarter of 2006 at the St. Galler Tagblatt and at Société
Neuchâteloise de la Presse (limpartial.ch, lexpress.ch, archebdo.ch,
lacote.ch). And Prospective cooperates - as mentioned - with
with the Espace Media Groupe.

In any case, the race has really been on since the death of Class.
and it will probably be clear by the middle of the year which of the
which software providers are ahead in which category and
will have the most customers and partners. Especially much
is at stake for PubliPresse. Not only because they
increasingly losing classified advertisers to other providers, but also,
because some leased or directed publishers could take advantage of the new situation,
to detach or emancipate itself from the P, at least in the classifieds market.

Roger Wernli from Previon puts it this way: "We are counting on
The publishers will be very wary of being forced to
to become dependent on an intermediary once again."

Markus Knöpfli

Caption:

big: Markus Bieri, CEO Publiconnect
small, top left: Peter B. Müller, CEO Unio
small, top right: Matthias Zimmermann, CEO Prospective
small, below left: Roger Wernli, CEO Previon
small, below right: Daniel Grossen, CEO X-Media

Radio Because three radios left the
One-Pool, the orphaned One-Pool members are now operating
Energy Zurich, Top, Sunshine, Central and Ri each on their own.
At the same time, they are trying out the Goldbach model: Each of these channels
grants a 20 percent discount on its tariff if it has at least four
is added to any channel. This also applies if they are booked with
can be combined in a pool to which four or more radios belong.

The Zurich advertising agency Spillmann Felser
Leo Burnett advertises for Ringier Print Zofingen. The media service provider
decided in favor of SFLB on the basis of an agency evaluation, according to
said in a press release. According to the agency, the first
works can be seen in the 1st quarter of 2006.

NPO The street magazine Surprise offers
Helping the homeless to help themselves. And Publicis does not give alms, but
A campaign with impressive subjects: many roads lead to homelessness - and
Only a few return. Since 1997, the street magazine
Surprise GmbH and the Förderverein with the publication of the magazine
a contribution to social justice by focusing on issues of
people in precarious living conditions. But above all
With Surprise, they are trying to break the vicious circle of addiction, work and
to break through homelessness. The approximately 200,000 copies sold
per year are of course a financial bonus.
On the other hand, they are an important psychological aid with which
has succeeded in recent years in helping countless people to achieve sustainable
reintegrate into the primary labor market or into a
structured daily culture.

Clear upward trend
Due to the continuous professionalization and the resulting
The outlook remains intact, with sales and earnings growth.
In 2004, the charitable organization looked after
sales offices in Basel, Zurich, Berne and St. Gallen almost 800
sales assistants - an eighth more than two years previously.

Although the Surprise vendors have long been part of the street scene
many do not realize that they are self-employed entrepreneurs, i.e. that their
own bosses who are involved in magazine sales for IV or
social assistance and earn some extra money and improve their
reintegration into society. Seen in this light, the
Verein Strassenmagazin also offers a career to those who are otherwise
current living situation would be on the street, explains
Publicis CD Markus Gut.

After the first two multi-award-winning campaigns from his agency
the creative team focused on this aspect of the collection work. A
difficult undertaking, because despite the high authenticity of portraits
formerly homeless man in self-confident boss pose and the corresponding
outfit there was a risk of public exposure. This
cliff, the famous photographer Alberto Venzago has created with his
skillfully circumnavigated. His recordings provide in their
surprising mixture of elegance and poverty and their brutal
seeming directness for disturbance. It is not possible to look away. To
In addition to the agency, the awareness campaign also involves
the poster company APG and various publishers.

Luca Aloisi

Recruitment More and more image campaigns refer to career sites. The latest examples: KPMG and Denner. The job and apprenticeship market is becoming
will also stagnate in 2006, according to experts. Companies operating in this environment
advertisements can be sure that they will attract greater attention.
than usual. Accordingly, their contrasting program not only has an effect on
target group, but also serves the positive image of the company.
This partly explains why, despite the flat labor supply, the
overall job market index has risen steadily since summer 2003.
Advertising impact criteria such as attention, recall and
Recognition performance is more important in job advertisements today.
significance. And how can these be achieved more cost-effectively and sustainably?
if not with a personnel recruitment campaign which, although
does not contain an explicit position, but contains many image factors and the
URL of the company's own career site?

Meaningful brand campaigns
Not only the top-of-mind positioning with potential employees
speaks for this. Also in view of the increased costs and
controlling pressure in the personnel departments make such
Brand campaigns with a web address that increases access make sense. Because it
can be found on the basis of detailed online advertisements and
compatibility tests (such as at PWC) can be used to analyze application flows much more precisely.
channel. Jung von Matt's eye-catching style was
Recruitment ad with the beautiful and half-naked
female employees at the beginning of the decade, according to the motto: Show how sexy
the job with us makes you happy!

That such perspectives can also be achieved with far less skin
The KSSJ agencies show how the campaign for the
Auditing and consulting company (Audit, Tax, Advisory)
KPMG and ViznerBorel for Denner. The latter boldly sets a
trainee sits in CEO Philippe Gaydoul's chair and points to the
little-known career opportunities in his company. Likewise
The brand presence for KPMG is surprising, with the "Human
Factor" as a decisive competitive advantage
and with the statement "We are looking for the best"
is reproduced with a wink.

Luca Aloisi

In mid-March, Swisscom intends to
provider of the ADSL infrastructure will increase the bandwidths by
more than threefold. Swisscom Fixnet Wholesale distributes
ADSL in Switzerland via a network of around 30 Internet providers.
The first providers have already made corresponding announcements on
the communication from Swisscom. How the broadband development
on prices for private individuals and companies, however, is not yet clear.
cannot yet be predicted. Sunrise welcomes the increase in
bandwidths, as these have been widely used in neighboring countries for some time.
are higher than in Switzerland. Swisscom now expects a further increase in the
Demand
for broadband technology. In August 2005, the million mark
of ADSL connections have been exceeded. According to the press release, 98 percent of fixed network connections are ADSL-capable.

Edipresse regional newspapers Dissatisfied
readers lead to initial changes at 24 Heures. The
Tribune de Genève broods over savings plans and the regional newspaper
of the future. "This is the first time that readers have given us
say so clearly that they like the new content less than the
old," said Edipresse boss Tibère Adler in an interview with Le
Temps at the beginning of December. He spoke of the Lausanne daily newspaper 24
Heures, which has been available in four different split editions since last spring.
appears. The paper reacted quickly: from January 20
24 Heures will have a different face: Typographical changes
and a different structuring of the second, regional federation should
bring more clarity.

From the point of view of advertising customers, the four editions of 24 Heures
a success, as Publicitas director Georges von
Czernatony assures. From the readers' point of view, however, the balance
less clear. The merger of 24 Heures with the two
former local newspapers in Yverdon and Montreux, Les Presses, the
Target groups unsettled. Loyal readers of the former regional newspaper 24
Heures have the impression that their split edition no longer covers all the
developments in the canton. Supporters of the two
Local newspapers have "received a gift with the new full-length newspaper,
that they don't necessarily want," as Isidore Raposo, who until
recently editor-in-chief of the Split edition for the northern
canton, formulated: "You get three times more paper every day
than before, which is not to everyone's taste." Raposo has the
consequences and at the end of 2005, "after a year of
differences of opinion", as he says, he threw in the towel: "I am
disappointed by the poor implementation of the original project."
In his view, local information was neglected. The various
editions would have developed into local newspapers that were as independent as possible.
should develop. However, the planned adjustments were not in
gone in this direction.

"Local information is part of the newspaper, but not the whole thing
newspaper," counters David Moginier, the deputy editor-in-chief of
24 Heures, Raposo's criticism. Regionalization will not be called into question
and 24 Heures will continue to be published in the four split editions.
appear. The adjustments announced for January 20 were aimed at
to a better-structured structure of the second covenant. Here should,
Moginier, to distinguish more clearly between the actual local information, the
general information about the canton as well as the "best of" from the
three other split regions can be distinguished. "The typographic
Changes also bring greater clarity and strengthen the
the impression of greater order," believes Moginier. The order of the day is
"a small polish, not a revolution".

Competition from free titles
However, the revolution has only been postponed. Because both with
24 Heures and its sister paper Tribune de Genève
the editorial team is already thinking about further developments.
The aim is to find an answer to declining reader loyalty and
the competition with the free title Le Matin Bleu - in a few weeks
even through 20 minutes.

Although the initial effects of Le Matin Bleu on the two
daily newspapers is lower than feared, but vigilance is still required
announced. Unlike 24 Heures, the Tribune de Genève
but no immediate adjustments. However, it must make every effort to
to get a grip on the declining readership figures. "The
The decline has been slowed, but not stopped," says editor-in-chief
Dominique von Burg.

Since the fall of 2004, the Tribune de Genève has been taking on a
weekly newspaper the freedom to select and explore topics in greater depth: "All
Media do the same thing. They overwhelm the reader with a
An overabundance of information that nobody can categorize. We give
the keys to understanding," von Burg explained the new
concept. Subscribers went along with it, but the new formula failed to
It is hardly possible to attract enough new readers and especially young readers.

Today, von Burg says: "We think about how a newspaper could look in ten years' time.
years and derive our next steps from this."
The keyword here is multimedia. In concrete terms, the Tribune is thinking
de Genève - and at the same time also at 24 Heures - is considering
Part of the information via the Internet and other channels such as SMS or
large screen. In the newspaper, only those
Information appears for which paper is the best medium:
analyses, commentaries, in-depth information, but also photos and
graphics. This should be done without cutting staff if possible.
"Which is better, the manufacturing costs, i.e. the paper and the
pressure, or with human intelligence?" For von
Burg is a leading question.

Thinking about the multimedia future at both daily newspapers
has only just begun. "We are at the stage of general
brainstorming session, in which other options are also examined," says
von Burg. Nevertheless, both newspapers are assuming that they will already
next fall with new "nouvelles formules". It will
will show whether the circle is being squared here, because the
The Edipresse management's guideline is: "More with less."

Helen Brügger

Media In April, the answer to the
Question "What should I cook today?" 50. we are talking about the Swiss
Betty Bossi institution. The advertising container - a double-sided printed
Newspaper page - from oil manufacturer Sais/Astra (Unilever Switzerland) was
from 1956 until the introduction of the subscription system at retailers in 1966
issued free of charge. In 1977, BB went its own way and launched several
innovations, from the sale of small appliances to the cooking school. In 1995
The publishing house was sold to Ringier AG, which provided it with multimedia
spin-offs and a convenience line. Anniversary year
a collection of evergreen recipes is now being published.

Prevention SFLB has developed for the Zurich
Aids-Hilfe took a different approach to the topic of HIV for once. Before the
Against the background of rising infection rates, the
The creative team at Spillmann Felser Leo Burnett needed to take the fatal risk of
unprotected sexual intercourse more strongly in people's minds.
anchor. They do this with a 37-second spot that shows a
dangerous story with a simple addition of all the hands of the
told by past lovers. "The past
always sleeps with you," explains the binder.

Forum Uta Brandes, Professor of Design
in Cologne and co-organizer of the Summit, about design in the
social responsibility.WW: What were the most important topics this year in St. Moritz?

Uta Brandes: A first discussion
led to ideas such as design and speed. Everything is always
faster. This then led us to design and safety. We have developed
the critical perspective of how design can be used in the delusion of the hysteria of the
Western societies can lead to a spiral of violence if
you always want to make everything safer. That creates a backlash.
In South Africa, for example, the craze for security and design
that when the cars are stolen, the drivers are immediately
be shot because the cars have been designed in such a way that they can be
otherwise can no longer steal. Or in London, video cameras in
all stores, the thefts there have decreased.
Instead, such violence moves into the neighborhoods where the
unguarded houses are robbed.

Do you define design very politically with such discussions?
Exactly. We see that we as designers also have a social responsibility.
have responsibilities. Design certainly does not trigger these phenomena,
but if you are unlucky, it participates. It would therefore be a matter of
to make people realize that you cannot be absolutely safe in any society.
can be.

Where do you see other important tasks for designers in the future?
With the rapid pace of change in society, for example with the
With the advent of the age pyramid, the design must respond to this. In the
At the moment, there is still this hype about youthfulness. If you look at the
advertising, nobody wants to advertise with old fat people,
who somehow can no longer walk properly. There is a big
task for us. Not in the sense of saying that we are now doing for
old people too, but consider: Can't designs be made that
would be better for everyone.

Was the Summit a success?
Yes, it was a unique opportunity to have this freedom of thought,
to simply be able to discuss without the pressure of expectations. For three days
just talk without being forced to give a presentation. That has many suggestions
for new ideas.

Interview: Andreas Panzeri

Picture: Lars Müller (l.) and Garth Walker toast with Lisa Strausfeld.